Exercise | August 1995 (Revised January 1997)

Consumer Behavior Exercise (B)

by John A. Deighton and Susan M. Fournier


Students are instructed to interview a recent purchaser of a high-involvement/utilitarian product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation).

Keywords: Consumer Behavior;


Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (B)." Harvard Business School Exercise 596-040, August 1995. (Revised January 1997.)